Footscray after a poor season both on and off the field in 1996 looked for a change of fortunes by trying to attract more members and sponsors by changing their name to the Western Bulldogs and by playing their home games at Optus Oval rather than the Whitten Oval. The plan was threatened with legal action until a truce was declared until the end of the season.
Australia Post mimicked the change in name by withdrawing the old postmark (APM29071) on the 27th March 1997. The new postmark (APM29920) is dated the 1st April 1997, the first working day after the Easter Break. The New Pictorial PM was released with a set of Legend Players including Ted Whitten, John Schultz, George Bissett, Chris Grant, Gary Dempsey, Kelvin Templeton and Allan Hopkins.